Millions of people use social media platforms every day. You have many opportunities to expand your audience reach and grow your social media presence with the right practices. Every time you prepare a post, you should ask yourself these essential questions.


Is It Relevant to Your Audience?


The social media signal-to-noise ratio is out of control for many people. When your audience is contending with that on top of spam-filled inboxes and marketing messages plastered everywhere around them, they don’t have time for poorly targeted messages.


You need to ensure that every post is relevant to some aspect of their lives. Does it improve their quality of life? Are you solving some of their most pressing issues? If the answer is no, you need to take that piece back to the drawing board.


Are You Encouraging Shares?


Sometimes the easiest way to get what you want is to ask for it. Let people know you appreciate it when they share your posts with their friends. Encourage them to tag their social circle when you offer helpful resources. Offer an incentive, such as a contest, for active followers who engage with your brand regularly.


Research the content that gets shared the most in your market. You may be surprised at the pieces that do the best on that particular social network. Try to distill the common elements from these posts and apply them to your own social media strategy.


Do You Know What Types of Posts People Click on the Most?


Trying to use the same social media strategy as your competition may not be as successful as you expect. Your audiences have subtle differences, which can result in big changes to the content types they prefer. While you can refer to industry studies for inspiration, one of the best ways to answer this question is to try many content types to see what drives engagement. Use an analytics tool so you can track your click-throughs from the posts.


Here are a few examples of content types to try:



    • Infographics


    • Videos


    • How-to guides


    • Blog post summaries


    • Pull quotes


    • Contests


    • Quizzes


    • Conversation threads


    • User-generated content


    • Photo albums


    • Music


    • Questions




Are You Adding Value With Your Posts?


You need to go one step beyond relevancy. Be useful at all times. If you have a social media channel that’s nothing but advertisements for your company, you’re going to drive users away. Instead, ask how you’re adding value with each post and share you put on your page.


Where Do You Get Social Media Content?


Don’t worry about overloading your content development team for social media posts. In many cases, you can repurpose your existing content for a steady stream of new pieces for the profile. Add blog excerpts, share statistics from case studies and offer short-form summaries of some of your best resources.


You can also offer your opinion on industry news. It works as a content source and shows your followers that you stay active in the development of your market. This practice also keeps you up to date on anything that the competition has in the works.


Your social media posts should be more than an afterthought. By asking yourself these important questions, you optimize everything you put on your page. Get more from your efforts and boost your social media marketing channels.